A consumer struggle for toys in which young people stand in line for days outside of toy shops for a “Playstation 3″ has now spilled over to the political realm.
Democratic 2004 VP nominee and possible 2008 presidential candidate John Edwards has been helping to lead the “Wakeup Wal-Mart” campaign for worker’s rights. As recently as November 14th, Edwards was on a national conference call for supporters of the campaign. (*)
On November 16th, Wal-Mart Stores, Inc., made a press release. It said: (†)
Even Presidential Candidates Agree: Wal-Mart is the Best Place to Shop for Hot Electronics Items this Christmas Season
BENTONVILLE, Ark. – Nov. 16, 2006 – Just like the millions of Americans who turn to their neighborhood Wal-Mart (NYSE: WMT) for their holiday shopping needs, Wal-Mart announced today that former Sen. John Edwards is seeking to be one of the first to get a Sony PlayStation3, one of the most coveted holiday gift items this Christmas season.
Yesterday, a staff person for former Sen. Edwards contacted a Wal-Mart electronics manager in Raleigh, North Carolina to obtain a Sony PlayStation3 on behalf of the Senator’s family. Later that night, Sen. Edwards reportedly re-told a homespun story to participants of a United Food and Commercial Workers (UFCW) union-sponsored call about how his son had chided a fellow student for purchasing shoes at Wal-Mart.
Wal-Mart welcomes Sen. Edwards to visit his local Wal-Mart store and explore the extensive line of home electronics as well the wide array of apparel for men and boys.
The Company noted the PlayStation3 is an extremely popular item this Christmas season, and while the rest of America’s working families are waiting patiently in line, Senator Edwards wants to cut to the front. While, we cannot guarantee that Sen. Edwards will be among one of the first to obtain a PlayStation3, we are certain Sen. Edwards will be able to find great gifts for everyone on his Christmas list – many at Wal-Mart’s “roll-back prices. . . .”
Although Wal-Mart Stores, Inc. put a gloss of trumpeting their stores by referencing John Edwards as someone who shops there, it is plain that Wal-Mart has a political motive to push this story to the media and even to exaggerate or distort it for their own end. Wal-Mart fears the campaign for worker’s rights, even putting up its own web site at walmartfacts.com to defend the corporation in the media.
Edwards spoke to the media, including the Raleigh News Observer. (‡) He told them that a volunteer staffer overheard that the Edwardses were looking for the toy for their six-year-old son. The young volunteer freelanced and contacted the local Wal-Mart, referencing the name John Edwards. The volunteer didn’t know how Wal-Mart was criticized by Edwards. Edwards stated the volunteer made a mistake using his name. Edwards told the Associated Press that this is an attempt by Wal-Mart “to divert attention from its own problems.” (§)
Opinion colunist Dave Johnson has diagnosed this kerfuffle as a political smear by Wal-Mart. (**) I agree. He stated Wal-Mart should possibly have its right to operate revoked. I disagree.
While Wal-Mart’s action here was both arrogant and deceitful, John Edwards has not handled this strategically. He should have immediately published a press release of his own on his web site, johnedwards.com. Bill Clinton’s 1992 campaign strategy of a “war room” that fires back press releases as soon as criticism of the candidate is made should be something that all presidential candidates take as their field manual. In today’s era of 24-7 news and the Internet, you need to speak directly to the people, and attack lies immediately. A direct press release to the web would also allow web loggers to quote the politician’s campaign directly without worrying about plagiaraizing a journalist or violating the copyright of a news service. Furthermore, as a matter of leadership, John Edwards needs to do a better job of communicating with his staff so they are fully aware of his political convictions so they can best assist him effecuating his public campaigns.
Finally, John Edwards should take a page from the playbook of another successful politician. While I don’t agree with some of Jimmy Carter’s policies, Carter left an indelible impression on the public that he was first and foremost their servant. Carter did not expect any favors or gifts as a result of his presidency. Carter famously carried his own luggage during the 1976 campaign. Edwards has not left that kind of an impression with the public, unfortunately. A candidate fighting for “working families” would do well to work harder to live up to Carter’s standard. Although Edwards rightly called the volunteer’s action a “mistake,” the fact is that a volunteer close to Edwards gained the impression that Edwards was owed something by the general public. That is a sign that the ducks are not all in a row at the nascent Edwards campaign.
Wal-Mart’s embittered slap at John Edwards will likely cost them more goodwill. But can John Edwards straighten out his disorganized campaign? I believe he can, but I don’t know if he has the will to do it.
One thing is for sure. The 2008 presidential race is on, and it is no video game.